When clients or prospects come to us and request a web marketing review, the first recommendation we give is almost always a need for more powerful content. Like it or not, content is king and it shows up in virtually every piece of marketing your business creates. From website copy, social media feeds, AdWords Campaigns, paper brochures and sales literature, the right content can make the difference between qualifying prospects and losing customers.

When it comes to content writing, we work with a variety of clients including engineering-driven companies, professional service firms (law and accounting), manufacturers, not for profits and many others. But at the heart of each copywriting request is the goal of clarifying messages and engaging new customers and clients. We know this. That’s why we’ve created a streamlined process for writing effective web copy that keeps readers engaged and business owners happy. Here are a few tips from our simple and effective content tailoring process:

Interview your sales staff.

Looking for the right words to describe what your business does? Spend some time talking to your sales force to hear what your prospects and customers are saying. Not only will this better help you communicate the unique value that your business provides, but you’ll also have a good idea of new keywords you might consider using.

Do search marketing research.

Google your business. See what other sites come up. Think about what keywords a prospect might use to look you up, then Google those words/phrases. What sites come up now? Are there repeated keywords laced in the copy? Look for ways to work these new keywords into your own web copy.

Write new copy that maintains your voice.

The only thing worse than writing no content is writing bad content. Decide early on who will write and update copy for your business and ensure that they they’ve internalized your business’ DNA and understand how to best communicate it to your audience. Various writers can create echoes and leave gaps. One voice should capture clear consistency.

Promote copy via social media.

Writing new web copy is just the first part. Actually getting people to read what you’ve written takes equal amounts of time, thought and effort. Here’s a tip. While you’re writing your copy, create a parallel document for capturing the most essential 3-5 ideas. When your copy is updated, tweet these ideas along with a link to your new page(s) and some strategic hashtags.

Track stats and update regularly.

Make a routine of doing a monthly check and track of how your keywords are doing. If some are lagging, consider bulking up your copy with those in particular. To help this from happening, decide realistically how often you’re able to get your site content updated, create a content marketing calendar and keep the steam of content coming consistently.

At Autumn Consulting, we are passionate about helping you grow your business through tailored content writing. As a web marketing Milwaukee agency that serves diverse local area businesses and organizations with integrated marketing solutions, we are seasoned in consulting companies on best practice eMarketing methods. Our team includes a diverse group of marketing professionals who specialize in web marketing, content writing, web design, programming, project management, and sales/business strategy.

Nathan Misirian is an entrepreneur, speaker, author, business owner and teacher. His passion is sales and marketing. His method is education.
For over a decade, Nathan has served as President and founder of Autumn Consulting, an integrated, web marketing company. By leveraging effective sales and marketing strategies, Autumn Consulting continues to thrive as a Milwaukee, eMarketing agency and solutions-provider for mid-market businesses and organizations.